Los Retos del Marketing en el Punto de Venta (Points of Sale Marketing Challenges) analyses the importance of distribution in the current services sector and the consequences derived from the sector's concentration process. This concentration process witnessed in the US, Europe and some Latin American countries has made it possible for department stores, which initially developed with force in all countries, to be held back by other models such as discount outlets and supermarkets. In his work, Antonio Díaz Morales analyses how these changes in the sector imply changes in the industry, which has had to implement a new model of management by categories making it possible to have a new commercial relationship based on collaboration with suppliers in order to achieve success. According to the author, this new situation has made it necessary for the industry to structurally change its commercial departments and areas to adapt them to the new commercial structure.

Antonio Díaz Morales, doctor in Economic and Business Science and Executive MBA, teaches the Executive MBA at EAE Business School and OBS. He has twenty-two years' professional experience, seven of them in the field of managerial training and fifteen as a manager at different consumer companies and markets within the commercial sector (food, beverages and toys) in companies such as La Casera, Hasbro and Kraft, among others. He has worked in countries such as the United Kingdom, Colombia, the US, Brazil, Costa Rica, Italy and China and is an international speaker on Trade Marketing.